Review digital earned media metrics to gain insights into revenue attributable to marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 09, 2020, 9:36 AM UTC

Analyse share of voice on social media to know the share of a brand’s conversation among prospects.

Measuring earned media metrics can help marketers attribute the correlation between earned media coverage (content, awareness, intent) and revenue. Marketing professionals must work with digital analysts to build reports, track changes and discover potential earned media coverage.

Evaluating click-through rates received based on branded and strategic terms in organic search can help brands measure metrics like branded and strategic search visibility. With earned media coverage driving search traffic, marketers must gauge organic web traffic to gain insights on web sessions that led to conversions.

Create a Google Analytics segment to measure traffic from specific media URLs. Linking key domains through mutual and inbound website linking can strengthen domain authority and improve search ranking on Google.

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